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Books > Business & Economics > Industry & industrial studies > Distributive industries
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Contemporary Retail Marketing in Emerging Economies - The Case of Ghana's Supermarket Chains (Hardcover, 1st ed. 2022)
Loot Price: R2,862
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Contemporary Retail Marketing in Emerging Economies - The Case of Ghana's Supermarket Chains (Hardcover, 1st ed. 2022)
Series: Palgrave Studies of Marketing in Emerging Economies
Expected to ship within 10 - 15 working days
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This book highlights the development of retail marketing in
developing economies and presents this sector as a major area of
growth and business opportunity. With a special focus on
supermarket chains, the authors show that the advancement of
technology and infrastructure means that there are now increased
electronic capabilities for data collection, giving retailers more
opportunities to pursue micro and macro-marketing strategies. The
authors explain the evolution of this new era of marketing and the
associated impact on all stakeholders, especially consumers. Taking
the example of Ghana, which is considered a leader among African
nations in the use of loyalty cards, the authors are able to set a
benchmark for other emerging countries, especially those that are
experiencing similar trends. The book is a valuable resource for
students, researchers and foreign companies wishing to expand their
knowledge of the marketing strategies employed by emerging
economies in Sub-Saharan Africa.
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